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Nearly 120 years ago, W.S. Gilbert penned the line “When everyone is somebody, no one’s anybody.”

Facebook Ads, a new scheme from online community Facebook, could potentially create an entire community of somebodies.

“Somebodies” play a role in a marketing truism: A word-of-mouth endorsement from a trusted friend, family member or other valued source is the most effective form of advertising.

A bit of background: Facebook, like MySpace and its kin, allows consumers to create online profiles for themselves, and to interact with friends and strangers based on the privacy restrictions placed on these profiles. Users can play games, share photographs, and provide as much or as little personal information as they choose.

Facebook Ads is opening profile creation to marketers. Any Facebook member who takes certain actions on a marketer’s profile (making a purchase or offering an endorsement, for example) becomes a “fan-sumer”.

In turn, this allows Facebook to paste the fan-sumer’s photograph (if the user has posted one) next to information about the product the user bought or endorsed. The user has the option of broadcasting these preferences to his online friends.

Doubtless Facebook members will register as fan-sumers even without needing an incentive. The “Of course I’m important” culture of online communities dictates that any participant’s opinion is cherished. Dissemination is its own reward.

This is harmless enough, assuming all opt-in safeguards are maintained. But it is not word-of-mouth advertising. A passively generated “endorsement” designed and broadcast by Facebook’s sponsors does not carry the same weight as one consumer approaching another with a need and getting a recommendation, or a truly enthusiastic consumer spending a few days raving about a new purchase.

Furthermore, a stream of commercial messages from a small group of friends is eventually going to wear thin. If Pollyanna Product Purchaser signs up as a fan-sumer of dozens of brands, and her friends keep getting ads from her, sooner or later these friends are going to be dropping her from their buddies lists.

Facebook is addressing this, in part, by limiting the number of ads consumers see in a given day. That’ll help cut down on unwanted messages somewhat, but it still isn’t going to ameliorate annoyance felt by Pollyanna’s friends – especially if these endorsements are her primary form of communication. Pollyanna’s credibility will plummet, and her effectiveness as a spokesperson will be negated.

It’s not hard to imagine consumers creating multiple profiles; one to serve as a fan-sumer who wants to stay abreast of favorite products, and one so Facebook members can interact with their friends without commercial interruption.

If that happens, Facebook Ads will be talking to a community of somebodies who are really nobodies. And nobody isn’t a very good prospect for marketers.

To respond to the opinions in this column, please contact richard.levey@penton.com